What problem do you solve for your customers?
Customers have choices. You need to know why they think your products or services the best choice for them. If you talk to existing customers about their experience with your company you will learn that their perspective may be different from yours, but you are clearly solving a problem for them.
What does your Class A prospect look like?
Your Class A prospect is a person who is most likely to buy your product or service. Think about your existing customers. Are most of them younger or older? Are they men or women? Are they buying for themselves or their companies?
You don’t have to turn down someone who doesn’t look like your Class A prospects, but they are the ones who are most likely to respond to your marketing efforts. It’s a good idea to focus your marketing efforts on them.
Where are people like that hiding?
Are they at home or driving to and from their jobs? Do they work for a specific kind of company? Are they virtual or in person shoppers? Are they local or spread out all over the planet?
How will you reach them?
It is important to choose the best options from their perspective… phone, email, texts, direct mail, personal introductions. Ask your existing customers what they prefer, then give that a try.
How much will it cost?
Find out how much time and money you will have to spend to reach your Class A prospects, then decide whether that makes sense for you. If it doesn’t, decide what’s the best alternative and give it a try.
How will you measure results?
There are a lot of things we can measure these days. Click-throughs, re-tweets, likes, orders placed, and money received are just some of the options. Pick the ones that you can see and keep track of what happens.
Bottom line: Keep your plan simple, and put it to work. Measure the results, and be ready to change.
A SCORE mentor can help you develop your plan and coach you every step of the way. Ken Sethney is a volunteer business mentor with Kitsap SCORE. He is a former ad agency creative director and marketing coach who worked with the owners of midsize companies throughout the U.S.